AI native marketing | Online course: Build brand mental availability for zero-click behavior
Build the brand system that keeps you in buyers’ shortlists when AI answers their questions
Instructor: Louis Grenier, positioning expert & author
Advised Hotjar on brand positioning vs. Google Analytics, flipped a struggling business to $2M profit, and guided €30M+ ARR SaaS brands to stand the f*ck out.
Access existing audiences, develop distinctive assets, and develop a POV to grow pipeline with trigger-based strategies.
- Understand why traffic and channels are no longer reliable for pipeline growth.
- Apply co-marketing and personal branding tactics to access audiences where they already spend their attention.
- Create distinctive brand assets that make your brand memorable.
- Develop a clear point-of-view and design content strategies that build mental availability with buyers.
- Build trigger-based strategies to be top of mind.
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
From CXL, trusted by 90,000+ marketers at companies like these:
Traffic is tanking. Pipeline is flattening. Channels are dying.
Search results now answer questions without clicks. Content gets buried by algorithms. Your reliable channels seem to be dying. The Borrow-Brand-Control (BBC) Framework shows B2B marketers how to build pipeline through brand mental availability (instead of chasing traffic that’s never coming back).
When AI search picks up your brand, make sure buyers remember you and put you on their shortlist.
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
Part 01: Overview
Discovery now happens across search, AI, social, communities, and peer conversations. The BBC framework (borrow, brand, control) helps you decide where to show up, build mental availability, and stay remembered when buyers create shortlists off-site.
- The zero-click reality
- Why brand is now make-or-break
- What is the Borrow-Brand-Control (BBC) framework?
Part 02: BORROW – Accessing existing audiences
Borrowing helps you earn trust faster by showing up where your ICP already pays attention. The focus is finding the right channels, partnering with the people behind them, and using co-marketing or opt-in personal brand plays to reach buyers without spamming them.
- Identifying where your prospects already spend attention
- Co-marketing approaches that stand the f*ck out
- Helping your team build their personal brands
Part 03: BRAND – Develop distinctive assets
Brand helps buyers remember you before they start comparing options. Repeated exposure, recognizable signals, and meaning-free assets make your company easier to recall, while category audits show where your branding blends in instead of standing out.
- Building a suite of assets that stands the f*ck out
- Three asset discovery methods
Part 04: CONTROL – Own the narrative
Control keeps your message consistent as your brand shows up across more channels. A clear POV gives your assets and messaging a shared direction, while the CHIPS framework helps protect your segment, guide decisions, and keep your positioning coherent everywhere buyers encounter you.
- Understanding buyer triggers in your market
- Developing a point-of-view that cuts through
- Content strategies that build mental availability
Meet your instructor
Advised Hotjar on brand positioning vs. Google Analytics, flipped a struggling business to $2M profit, and guided €30M+ ARR SaaS brands to stand the f*ck out.
Some of his accomplishments include:
- His podcast, Everyone Hates Marketers, reached more than 2M downloads over the last eight years, with more than 30,000 followers across platforms, competing with podcasts with huge budgets and deep pockets.
- His book, Stand The F*ck Out, pulled in over €30,000 in sales in just two weeks, and it’s rated 4.8/5 on Amazon.
- He’s advised companies like Dropbox, Phorest Salon Software, LatinUs Beauty, PTDC, Leadsie, 900.care… and helped Hotjar reposition itself to go toe-to-toe with Google Analytics.
- He helped Hotjar reposition from ‘all-in-one analytics & feedback’ to ‘behavior analytics,’ making it the complement to traditional tools like Google Analytics.
Marketing Engineer: eight-week cohort, starts 11 January
Live Tuesdays, 3 PM UTC, to 9 March. With Diane Wiredu, Ann Smarty, Tyler Durman and Nick Christensen. Included in the annual plan.
This is what marketers said after our live workshops and courses
B2B eCommerce platform
Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.
Campaign engine
Co-Founder, Feral MKT
“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”
Campaign engine
Fractional CMO & GTM Strategist
“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”
AI visibility tracker
Social club for people 60+, pre-launch
A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.
Campaign engine
Senior copywriter, elective healthcare agency
“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”
Campaign engine
Clinic management software
A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.
Campaign engine
E-commerce & Brand Strategist
“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”
Own plugins on Marketing Brain
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Last cohort
Fractional CMO practice, launching
Tested a new fractional CMO offer on her own website, using public data only.
Marketing Brain
Marketing Communications Manager, TXI
“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”
Marketing Brain
Director of Messaging
“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”
Workflows
Marketing agency for health clinics
Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.
Marketing Brain
Content Strategist
“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”
Workflows
Founder, Mesh Creative Studios
“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”
Campaign engine
Here is what other marketers said
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